1887

n International Retail and Marketing Review - Managing marketing communications with multichannel customers

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Abstract

This article presents a marketing communications process that uses customer relationship management ideas for multichannel retailers. The authors describe and then demonstrate the process with enterprise-level data from a major U.S. retailer with multiple channels. On the basis of the results, the authors develop an initial marketing communications strategy for the retailer

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/content/irmr/7/1/EJC47061
2011-01-01
2016-12-06
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